Darjeeling Tea to be Showcased at the Davos 2013 Meet: IBEF

Indian Tea, Spices, Wine and Hospitality - Each Element to Contribute to India Adda

In a first-of-its-kind alliance, India Brand Equity Foundation (IBEF) (http://www.ibef.org) has facilitated an alliance between Premiere Teas - a leading Indian exporter of teas, and Café Schneider - one of the finest cafes in Switzerland, for launching India's finest teas - Darjeeling Tea - at Davos, during the Annual Meet of the World Economic Forum. "What marks this initiative as truly unique, is the very nature of this alliance where a country's product witnesses its launch at Davos," says Ms. Aparna Dutt Sharma, CEO, IBEF. The MOU for this arrangement between Premiere Teas and Café Schneider will be signed at the event.

IBEF, tasked with nation branding for India, will be instrumental in getting the various elements that make the India Adda hugely popular, together. From tea grown in one of the ideal geographical and climatic conditions - Darjeeling, Assam and Nilgiri - in India, food prepared with the finest Indian spices from across the length and breadth of the country, and being served by one of the leading hospitality companies in India - there are a range of offerings which together will form a cohesive unit to seamlessly function at the India Adda at the Annual Meet of the World Economic Forum at Davos later this month.

ITC Hotels, the hospitality partner, with India Brand Equity Foundation, for three years in succession, will showcase the world's finest Indian cuisine and India's finest global cuisine through its culinary repertoire and beverages, albeit in a subcontinental Finger Food Style at the India Adda. The theme of the cuisine this year draws inspiration from the newly opened, iconic ITC Grand Chola in Chennai, India and its diversity of culinary offerings.

Several of the meats, fish and dairy are sourced from local swiss farmers and are prepared fresh with the infusion of Indian Herbs/Spices and cooking techniques by a team of ITC Hotels' Master chefs for each dining experience. On offer shall be Madras Fried Chicken, Chennai Curry Leaf Bhajji, Venison Spiced Kebabs, Alphonso Tartlets, Carrot Halwa Flan and much more.

Various organisations will synchronise and collaborate towards achieving the objective of making the India Adda at Davos 2013 a grand success - APEDA (Agricultural & Processed Food Products Export Development Authority) will be contributing with exquisite wines, Tea, Coffee, and Spice Boards of India will contribute with tea, coffee, and spices respectively, and ITC Hotels with their exceptional hospitality would ensure that every India Adda guest is well looked after.

Being the originator of the India Adda concept, IBEF hopes and wishes that India Adda experience continues to a cherished one for all its guests and visitors at Davos 2013.

India Brand Equity Foundation (IBEF) is a Trust established by the Ministry of Commerce. IBEF's primary objective is to promote and create international awareness of the Made in India label in markets overseas and to facilitate the dissemination of knowledge of Indian products and services. Towards this objective, IBEF works closely with stakeholders across government and industry.